When people are new to the concept of Adwords, however, this can be a quite common experience.
Many people fail with PPC, because they overlook the apparently obvious, which is that the amount of traffic is not as important as how well that traffic converts.
And conversion rates are affected by a wide range of variables, from choosing the right keywords - as each keyword will attract and different type of prospects - to writing effective ads and having a well-optimized website landing page.
Table of Contents:
* AdWords and Your Business
* The Profitability of Your Market
* The Mechanics of a Campaign
* The Lifeblood of Your Campaign
* Writing Effective Ads
* Cost Per Click v Click Value
* The Google Quality Score
* Getting More For Less — Split Testing
* Conclusion
